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Perdue modernizes packaging to ‘stand out from the flock’

Playful illustrations and vibrant colors lend a more contemporary design to the company’s line of fresh chicken packaging as part of an effort to inspire and connect with younger consumers.

Perdue unveiled new and improved packaging design in Sept. 2018 that offers a bright, modern look for poultry products.
Perdue unveiled new and improved packaging design in Sept. 2018 that offers a bright, modern look for poultry products.

In September 2018, shoppers familiar with—and new to—Perdue Farms’ poultry were introduced to new-look packaging for fresh, tender chicken that plays to a younger demographic audience and points to the company’s strong social stands and belief in responsible food and agriculture.

Even the company’s website entices visitors to “try out the new look for yourself” by uploading a “selfie” image, adding “stickers and frames,” and posting an image that’s anchored at the bottom by the new package graphics and “Fresh New Look, Same Tender Chicken” tagline.

Salisbury, MD-based Perdue explains, “To enhance credibility and preference amongst today’s evolving consumer, Perdue is introducing a new, modern package design for its line of fresh chicken. The contemporary design introduces a variety of playful illustrations and vibrant colors aimed to inspire and connect with the Millennial demographic while staying true to the Perdue way. The redesign also highlights trusted product attributes like no antibiotics ever, 100-percent vegetarian fed, no animal by-products, raised cage-free and with no hormones or steroids.” The company notes that hormones or steroids in poultry are prohibited by federal regulations.

According to Perdue, this rebrand represents the fourth major packaging update in the history of the brand, further highlighting key brand messages and attributes with shoppers. “Resonating extremely well with consumers, more than 65 percent of overall participants surveyed in a brand consumer test favored the new design and Millennials preferred the updated look 200 percent more,” the company said.

Design firm details
The new look was developed by Perdue in coordination with Oakland-based design agency Enlisted Design. It involved creating what the design firm describes as “an entirely new visual language that celebrates the brand’s best practices, including chickens raised in America on family farms, all-natural, no animal by-products, and no antibiotics ever. “The bold, uncluttered typography and clear benefits help consumers easily identify Perdue products on the shelf,”  Enlisted said. “And we evolved the brand’s iconic blue to brighter, fresh, more modern hues. The new design radiates a sunshiny-fresh vibe—repositioning Perdue as more modern, approachable and natural.”

Enlisted’s Beau Oyler, principal and creative director, explains, “To widen their appeal to younger generations—a demographic potentially unfamiliar with the legacy brand—Perdue [packaging] needed to feel more modern, approachable and natural. The brand refresh needed to more clearly communicate Perdue’s natural food offerings and humane farming practices. Our design also needed to [be] authentic to the brand’s existing engaged and loyal customers. We designed a new brand identity that captures Perdue’s bright and future-forward vision with modern farm illustrations, vibrant color and bold-meets-minimalist typography.”

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INTRODUCING! The Latest Trends for Food Products at PACK EXPO Southeast